“人气”带动“财气” 让乡土文化“破圈”传播

Core Viewpoint - The village song competition in Hanbin District, Ankang City, is transforming the cultural ecology and rural governance structure, fostering community engagement and cultural identity among villagers [1][6]. Group 1: Cultural Innovation - The village song competition was initiated in July 2025, following the success of village songs created by university students, which resonated deeply with local villagers [3][4]. - The competition emphasizes grassroots participation, allowing villagers to take charge of the entire process from creation to performance, thus ensuring cultural activities are rooted in local traditions [4][6]. Group 2: Organizational Structure - A three-tiered organizational system has been established, involving village initiation, town organization, and departmental guidance, ensuring effective planning and community involvement [4]. - The competition operates on a principle of frugality, avoiding expenses on professional performers and extravagant setups, with costs kept under 10,000 yuan per event [4][5]. Group 3: Economic Impact - The competition has become a platform for promoting local resources, showcasing unique agricultural products and cultural heritage, leading to increased sales for local farmers [5][6]. - The event has significantly boosted local tourism, attracting over 830,000 visitors and generating more than 13.1 million yuan in related industry revenue [6][7]. Group 4: Community Engagement - The competition has fostered a sense of collective identity among villagers, enhancing relationships and cultural pride through shared creative efforts [6][7]. - The audience for the events has grown substantially, with attendance rising from 2,000 to over 25,400, and online viewership reaching 697 million [6][7]. Group 5: Regional Branding - Each village song serves as a unique "audio business card," enhancing the region's brand image and attractiveness for tourism and investment [7]. - The competition reflects the villagers' love for life and their cultural heritage, contributing to a vibrant and civilized community image in Hanbin District [7].